Downscale Marketing

Downscale Marketing

Ames Phenomenon

Streaming Video - 2006
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With its "bargains by the bagful" philosophy, Ames successfully targeted a huge and lucrative demographic market called The Belongers. In this program filmed at the apex of Ames' success, NewsHour correspondent Paul Solman discusses the Ames phenomenon with CEO Joe Ettore, Executive Vice President Rolando de Aguiar, and others. This snapshot of Ames at its peak offers a useful point of entry into discussions of successful retail business strategies-and, with the company's subsequent failure and liquidation, of supply chain dynamics and market forces as well.
Publisher: New York, N.Y. : Films Media Group, [2006], c2000
Characteristics: 1 streaming video file (11 min.) :,sd., col., digital file
Alternative Title: Ames Phenomenon

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